Sora Lee

CEO JIYU

Sora Lee is the CEO of JIYU, a K-beauty brand focused on skin health and longevity, and the founder of Hustle & Heart, a functional wellness brand. She’s also founder of Kurated Agency, where her team partners with the most iconic K-beauty brands to become cultural forces in the U.S. market. A Korean American operator based in the Bay Area, Sora built her platform (@soraunni, ~700K) as a bicultural voice at the intersection of beauty, wellness, and Korean culture.